Abstract:

Professional profiles in the advertising (communication) sector are constantly being reshaped to meet the anticipation, innovation and creativity requirements demanded by this profession. Teachers in the field of advertising and public relations identified the need to transfer these profile changes to the classroom and to teachers through practising professionals with a view to coordinating subject courses and teaching teams for two purposes: to use primary information sources to improve the capacity to design the new degrees resulting from the European Harmonisation Process in Education; to continuously revise the objectives, contents, methodologies and teaching resources to provide students with a common information source in order to address their concerns, improve their education, and develop their skills and competences with “real” professionals whom they will eventually meet in the labour market.

To this end, several action lines have been set up. In this paper, we highlight the following: work groups made up of students and registered professionals working in the Valencian Community (east Spain); work groups including students, teachers and working graduates. This latter group serves as a very interesting primary information source for both teachers and students as they provide each other with knowledge for qualitative and quantitative improvement to update the teaching materials (objectives, methodologies, assessment, etc.) to be used by future students. Moreover, it provides graduates with a better knowledge of the teaching-learning process in which they have taken part as Universitat Jaume I students. Therefore, they can identify the weak and strong points of the degree currently being taught from an external viewpoint as professionals.

Keywords:

Professional skills, corporate, advertising, High Education, university-enterprises cooperation.